Bikini-Brand or Holy Land?

Let us market Israel for what it really is: the spiritual capital of the world.

What does it mean to be independent? Certainly freedom from foreign rule. But in the case of Israel, independence should also mean the freedom to develop an independent self-image not based on borrowed culture.

Not everyone sees it that way. In fact, Israel's Foreign Minister, Tzipi Livni, is about to embark on a massive PR campaign painting Israel as a sexy modern country with beautiful beaches and a successful high-tech industry to boot. Livni believes that by embarking on this "nation branding" campaign, she can move Israel's perception away from war-torn and fanatical, to an image of the great Israeli dream -- normalcy.

No doubt Israel does have something to offer those looking for beaches, night life, and technology. But as the focus of a public relations campaign, this direction is doomed for failure.

I heard a story, attributed to the Lubavicher Rebbe, that illustrates this point:

After the Six-Day War, France, unhappy with Israel's grand victory over the Arabs, stopped their sales of the Mirage fighter jets to Israel. Israel, in need of fighter jets, turned to the United States with a request to buy American jets.

The US sent a delegation to Israel. The Israelis wanted to impress the American group and promptly took them to what the Israeli's thought the American's would be most interested in. They took them to Tel Aviv, the playhouses, the bars, to all the modernity that Israel could muster up at the time.

However, the delegation was nonplussed. They returned to America, gave a lukewarm report to Congress, and the sale did not go through. A few months went by and again the Israelis requested the sale of fighter jets. Again a delegation was formed and was flown to Israel. This time, however, the Israelis took the delegation to the Western Wall, and to the great yeshivas of Mea Shearim where the Americans saw the old study benches that were brought over from Europe.

When the Americans returned home and testified in front of Congress, they said: "We saw the Holy Land." The sale, of course, went through.

Israel's image strength is not in its limping normalcy. It's in its unparalleled link to the Bible.

The point is so obvious, yet Israel's image makers cannot seem to grasp it.

Israel's image strength is not in its limping normalcy. Nor can Israel ever compare to the US's flesh-pots, Amsterdam's night life, or the beaches of South America.

Israel's real image strength is in its unparalleled link to the Bible. Have you ever seen the ecstasy of someone who sees the Kotel for the first time? Is it a coincidence that both Jews and Gentiles cry when they arrive in Israel? Israel has emotional impact, not because of the beaches or the hi-tech, but rather because this place is the spiritual capital of the world.

How can you beat the branding effect of the most widely read book in the world? The Bible is the globe's all-time bestseller and Israel should capitalize on it. But Israel's image makers distance Israel from this kind of image. Their world view is dissonant with Jewish history and religion, and therefore they do not see, nor want to see, the public relations benefit of Israel's Biblical/spiritual PR image.

Yet it is precisely by embracing and not blunting our image as the real-life successors of the Biblical past that we will create a winning PR campaign.

Examples: Imagine marketing the festival of Sukkot as the mega-season for spiritual tourism. Or presenting Hebron, the great burial place of the Patriarchs and Matriarchs, as a must-see for anyone seeking to connect with the roots of monotheism. The Old City of Jerusalem is a natural-habitat, authentic Biblical experience, and we should market it as just that.

The Biblical perspective also has hasbara advantages. In our continuing struggle with the war on terror, Israel would do well to paint its story in a Biblical context. Today's Israel and yesteryear's Israel are the same -- the same nation, the same land, and the same problems. By providing such historical perspective, we can help people reframe the conflict in the Middle East. Suddenly, Ahmadenijad's Iran is akin to Haman's Persia, and superpowers meddling in our affairs is a familiar phenomenon. Girded with Biblical perspective the world will root for Israel, just as they do when they read the Bible.

Another important aspect of a Biblical Hasbara perspective is Tikvah, hope. The Bible is full of hope for the Jewish people and for Israel. In today's dreary climate we need to broadcast that message of positivity loud and clear.

Yes, we can create a successful image of Israel abroad, but we need to start by creating the right self-image within. Israel must learn to see itself as a light unto the world, and not just as a bastion of normalcy. Israel's 'light' includes a unique blend of medicine and technology, law and spirituality. Where else in the world can you find a country that is a world leader in microchip development, in-vitro fertilization, farming innovation, Talmudic law and Kabbalah?

For the last 3000 years the Holy Land has been the pre-eminent destination for all mankind -- travelers and conquerors all sought this piece of real-estate. Today, maybe more than ever before, Israel can quench the world's thirst for authenticity, spirituality, and purpose -- but it has to rise to the occasion. Let's be truly independent and not cheapen and degrade the image of Israel by bikini-branding it. Let us market it for what it is: the most special place on the Earth -- the Holy Land.

Visitor Comments: 48

(48)
Walter Brown,
May 13, 2007 4:14 PM

Bikini Land Or Holy Land,

could not have been more accurately written.On 13 May 07 for the first time in my life I received a phone call from Israel Re: aish.com webb site. I was ask what I liked most about the site which was hard to answer because I love every thing that you write about. I am so honored by this call. You have made my day a very happy day indeed which I will never forget.God bless Israel and all the Israeli's every where.

(47)
K.Ruiz,
May 10, 2007 9:08 PM

The Sacred Land of the Bible

Congratulations!... Right on the spot.PR on Dubai makes believe that traveling to a city in the middle of the dessert you will find Paradise... It is not other than Sodom & Gomorra.As a Californian Dubai will never surpass Las Vegas, Nevada, which does not attract me at all. But the Holy Land of Israel and Judah will always be in Jerusalem and the valley of the Jordan. That is the real meaning of this prosperous heroic nation standing tall against agression of surrounding Arab countries. This is your identity.

(46)
Gary Katz,
May 9, 2007 3:01 PM

Israel indeed is special

This article also points out a good argument why Israel should be preserved amidst a sea of Muslim nations. Israel is like a diamond found in the desert. It's a special country, surrounded by mediocre or worse backward nations. If Israel had never been re-established, the land would blend right in as just another undistinguished Arab holding.

(45)
shoshana,
May 8, 2007 8:05 PM

continental

Great article! I was recently on a domestic American flight on Continental Airlines, and they had an infomercial about Israel, I was very disturbed by depiction of Israel as (almost) the same as any other tourist attraction.

(44)
terejew,
May 7, 2007 5:24 AM

keep on doing

(43)
robert,
May 4, 2007 11:54 AM

Israel must learn to see itself as a light unto the world,

Israel must learn to see itself as a light unto the world, this one sentence says it all. May this come true in your life time. shalom

(42)
Cheang Aik Khoo,
May 3, 2007 4:39 AM

AMEN to that

It is high time that Israel start calling itself the Holy Land -- and make no apologies about it. The Muslims call their countries Islamic and don't apologize, and they are well known to persecute all other religious minorities. In Palestine they are persecuting the Christian Arabs -- while the world is making "politically correct" statements. So be very brave and bold and stand up for the rights which God has given you.

(41)
Chaim,
May 1, 2007 2:34 AM

YISHAI FOR PRIME MINISTER!

Yishai is obviously a forward thinker - this piece isn't just a religious statement, but a political one - and I for one think it's very refreshing (and something I could ACTUALLY vote for!)

Way to go, Yishai - Aish, latch on to this guy, and don't let him go!

(40)
Anonymous,
April 30, 2007 1:28 PM

Bikini Brand or Holy Land Article

I think this was a passionate, ingeneous article with the correct atitude towards Israel and what our homeland really stands for.

(39)
Murray Gorelick,
April 29, 2007 3:11 PM

shout from the rooftops

Stories like this should printed in every newspaper and shouted from the roof tops. You have not seen anything until you see the life in old Jerusalem. Take a walk back into history. See and hear what your forefathers said and did. Ever wonder why Every Generation wanted to go to Jerusalem -- not to tear it down but to be seen in its beauty an its feeling of holiness?

(38)
(: Yoshe,
April 29, 2007 10:11 AM

Spiritual Capital Yes :)

Israel is the dominate spiritual entity on Mother Earth. Jerusalem represents The Hope for world peace. Only thru promoting Holiness can we lead the nations correctly. :)

(37)
Anonymous,
April 29, 2007 2:45 AM

The contents and assertions regarding visiting US delegations is sheer NONSENSE and has no basis in truth. What Livni is doing makes sense and presentrs Israel from yet another image. Israel is not exclsively a touriststs vista of biblical sites. Shalom and Happy 59th.

(36)
Joseph,
April 28, 2007 1:22 AM

BikiniLand vs Holy Land.

so very well said. It is my life-long desire to visit Israel, and when I finally get there, G-D willing, I don't want it to be for bikinis and wild living... but for what Israel represents, the spiritual center for all mankind. Thanks for a great article.- Joe Hysong

(35)
Jeff in Canada,
April 25, 2007 3:01 PM

Bikini Brand vs. Holy Land

Israel will always be our Holy Land, thank G-d. However - whether you want to face the truth or not - Israel also has a lot to offer its secularized majority, as well as its many tourists of varying stripes. When I go to Israel, I like Yerushalayim to be my first and frequent stop. However, I am realistic enough to acknowledge that the Old City is not everyone's cup of tea; and the hotels and beaches of Tel Aviv and Eilat are not filled by religious pilgrims. Especially in these trying times (when AREN'T our times trying?!), increasing that tourism would be an important boost to the economy and, yes, "normalcy".

The Tel Aviv nightclubs and discos are not my "scene". And I am certainly sickened by Israel's sex and drug trades. However, Israel is not a theocracy and, unlike our neighbours, we cannot force people to cover up, in public (certain religious sites excepted). If people want to spend part of their Israel vacation on the beach, whether in a bikini or a muumuu, they should be welcomed visitors.

If the advertising campaign gets more people to visit Israel -- instead of Miami Beach, Disneyland, or the Riviera -- then kol hakavod!

(34)
Raj,
April 25, 2007 1:28 PM

Holy Land

Excellent summary - Israel is truly the most special place on the Earth -- the Holy Land.

(33)
hansisra,
April 25, 2007 1:18 PM

///// BRAVO \\\\\

in 1 word: BRAVO !!!

(32)
Anonymous,
April 25, 2007 4:27 AM

Mazeltov! This is one of the most inspiring pieces I have read in many years; refreshing and honest.

(31)
Anonymous,
April 25, 2007 4:24 AM

I could never think of the HOLY LAND as anythingbut the Holy Land. I pray Israel's leaders will keepit that way. Israel had all the PR it needs and theBible is the only source that we need.

Thank you Asih for getting the word out.

(30)
Anonymous,
April 25, 2007 4:21 AM

Hello Friend,I pray you all will keep the Holy Land Holy.We have such respect for the people of God & the land that has been blessed by our God.It would be a shame to see your land turned into a tourist attraction of beaches and bikinis. We have enough of those attractions in this world, we only have one Holy Land. The wonderful Holy Land from which all good moral principals came from along with the word of our God. Please do not waver.

(29)
Anonymous,
April 25, 2007 4:16 AM

Thank you. A most pertinent article that needs to be read, especially by the current government and those involved with this "publicity."

(28)
Andy,
April 24, 2007 1:09 PM

Fun Israel is done Israel

Why the campaign to promote "fun" Israel? In my opinion much of the secular elite seem to want Israel to become a wide open muticultural center in the Middle East. I believe Israel is well able to emulate US fleshpots,Amsterdam night life and South American beaches. These can even be surpaseed in decadence or beauty as the beholder sees it.We have freedom of choice. The Torah warns us of the consequences when we choose to follow other gods.You'd think we'd have learned. Let's work and pray that sane voices prevail and Israel fulfills it's destiny as a holy land with a holy people bringing light to the world.

(27)
Joanie,
April 24, 2007 10:14 AM

WRONG!

Livni et al do not fail to grasp the point, they reject it. Until you cope with that fact, you will never be able to convince them to behave differently.

Restyle your presentation from holier than thou to voting for candidates who support Torah life. Peres, Beilin and crew do not care to listen to moral platitudes.

I agree completely with Yishai Fleisher. Two months ago I was lucky enough to have been in Israel. I arrived as a tourist and left as a Christian Zionist. Israel is like no other place on earth! Tourists can go to so many other places to experience sunny beaches and the wild night life, but how many other destinations so clearly show the fingerprint of G-d? The Kotel, Massada, Yad Vashem...to visit Israel is to walk through history and to be reminded of the power of the Almighty and the incredible strength and spirit of the Jewish people.

(24)
Malcolm,
April 24, 2007 8:25 AM

food for thought

An important insight for Israel and a reminder to us all. Similarly we should not so much be "branded" as the persecuted, of the Holocaust (although this much not be fogotten) and so on, as much as the recipients of the Covenent and contributor of good works.

(23)
Christina,
April 24, 2007 7:28 AM

um...do we really want so many tourists now?

BS"DShalom Alecha, Um...I'm afraid that a lot of Christians reading this article and in genenral Christian tourism to Israel may get a bit too excited-and make them want the land for themselves (not like that's ever happened or anything (sarc)). Also, I can't really imagine the world "rooting" for us-the world roots for itself, and as far as I understood Judaism, the world will not root for Israel until Mashiach comes (may it be soon). So, I think we should show Israel to be a spiritual capital of the world, but I don't think we should encourage foreign tourism. Plus, we used to make our own planesp-Lavi's (or something)-so my point is, we don't need to focus on seeking Gentile adimration and approval (and tourism) and we should rather focus on doing the mitzvot and what Hashem demands of us, and then everything will fall into place.Nice article overall, though!

(22)
K.Katapodi,
April 24, 2007 6:37 AM

Comments

Agreed..here!.

(21)
Althea,
April 24, 2007 4:00 AM

Bikini-Brand or Holy Land?

The author is spot-on! Kudos on an excellent article. I could not agree more. I am a catholic from India (yes a gentile, you could say) but I identify so much with Israel because of my holy book - the Bible. Today, the prophecies of the Bible are so relevant and are taking centerstage. Even scoffers are pausing with bated breath, because every promise is being fulfilled. Israel has reason to hope because she has a God wholoves her despite her failings. Israel is and always will be the Holy Land for all generations to come - that's what the Bible says and it is true.

(20)
Penny Missirlian,
April 23, 2007 7:23 PM

Yes Israel is beautiful, but only because it has a spiritual dimension no other country can claim!

I believe every person visiting Israel should see the spiritual side of the land. Taking guests to Tel Aviv to experience Israel is painting the wrong picture. If Israel wants to look like California then wait a few years and there will be no Israel. I ask our Jewish canoe guide last summer if he had ever been to Israel and he said...."why would I go there, I have been to New York." So sad. Israel never forget your heritage...remember "Masada will never fall again" remember "next year in Jerusalem." Your youth of today are the future of Israel...don't lose them!

(19)
Patsy N. Bunn,
April 23, 2007 5:29 PM

Please do not turn Israel into another Immoral,ungodly Nation. I am from the U.S.A.--but so ashamed of our ungodliness. I love Israel and what it stands for. Shalom

(18)
Louise,
April 23, 2007 2:49 PM

History and spirituality are more important!

In 2004 I toured the Holy Land for the first time. I didn't go to the night spots, the beaches and such but to the traditional holy sites. I know that traditional doesn't mean absolute. My heart's desire is to be able to spend much more time in Israel ... again, not for the night life or beaches ... but because of its historical and spiritual significance ... the land that the God of Abraham, Isaac and Jacob gave to Abraham and his descendants forever ... the land from which the Messiah will rule and teach all nations the way of peace.

(17)
Leah,
April 23, 2007 12:26 PM

Beautifully written!

I strongly voice the same opinion as "R. Lev". Please immediately send this beautifully written article to Tzipi Livni. She really needs to see this! Really!

(16)
Sheila Berg,
April 23, 2007 11:22 AM

This is the correct vision for the rest of the world

Isreal must never forget it's biblical history. One can go to any country to enjoy the beaches,achitecture,history and the arts. Isreal is a spiritual center for Jews as well as for others.

(15)
Dianne,
April 23, 2007 8:10 AM

IISRAEL, like no other place in the world.

When I was a small child, I had a desire in my heart to go to THE HOLY LAND. I would sit and look at the map and contemplate being there. I desired to follow the steps of the Biblical Patriarchs. That was a long and impossible dream for a small girl from the deep south, in America. Three years ago, I had the finances and opportunity to make that dream come true. Since then, I have visited two more times, and have gathered more information about the culture, the history, and the land. As many others that I have spoken with, I just keep returning with a hunger to know and experience more. That is, more of what Israel contains, like nowhere else on earth. I have recently formed a small company to bring others to experience this wonderful place. Please, don't destroy the image of THE HOLY LAND!

(14)
R Lev,
April 23, 2007 2:06 AM

Did you send this article to Israel's PR representatives?

Great article, but it strikes me that writing here is preaching to the converted. I'm curious - did you send this article to the very people you are targetting? Find out who they are and click send!

(13)
Larry,
April 22, 2007 11:44 PM

I agree

I agree. As an American Jew I know what makes Israel important to the religious right here. (our greatest supporters)And that is the History of Israel and all we consider Holy.

(12)
Jonathan Mutch,
April 22, 2007 7:15 PM

Saw one of the 'new' adds

Happened across one of the 'new' adds and found it to be very disgusting and offensive. Just came back from a third trip to Israel - hope others take a lesson from this thoughtful article.

(11)
sjhepner,
April 22, 2007 6:52 PM

Wow..wow..

Wow..so true we are the People of the Book and our Land is Holy...not some cheap advertising campaign...

(10)
Joseph,
April 22, 2007 6:41 PM

Amein!

The Foreign Minister's campaign is doomed to failure! Save a lot of money and grief and loss of tourism and change it now!

(9)
Barbara,
April 22, 2007 1:36 PM

completely agree

This analysis is absolutely spot-on! What a shame that so many Israelis are so disconnected from their Jewish, and even Zionist roots, that they cannot understand the uniqueness of this beautiful country, and just try to make it a cheap copy of modern Western culture. And until this changes, we will not win the war against our Arab and Muslim enemies - we are trying to win a military vistory against an ideology. The only way to defeat an idealogy is with a stonger ideology - which means unwavering commitment to our beliefs and to our historical, legal and spiritual right to this land

(8)
Frank Adam,
April 22, 2007 1:36 PM

"according to universal custom"

This could be an interesting evening's conversation teasing out a lot of innuendo, inferences - and half truths because the Skyhawk order was already on the books BEFORE the 1967 war.Meanwhile remember that bang in the middle of the Ketuba is the invitation of the groom to the bride to, "live with me according to UNIVERSAL custom." Israel should place first in its shop window what nobody else has, namely everything Biblical and specifically Jewish - which also includes the kibbutzim because the Israeli map hangs on where there were Kibbutzim in 1948. At the same time there is a case for publicising that all the usual modern comforts and diversions are also available: first being a killjoy puritan induces hatred and resentment qv the Cromwell interlude in Britain, the present exasperation with Salafi Moslems, super austerity as well as their violence. Second Jews have never lived separately from the mainstream of the latest in World developments at large. Just check where Abraham came from and ever since we have been on the fringe of the great powers and civilisations - and adapted or survived what they turn out. Thirdly tourism - ordinary and medical provides a lot of jobs and peeople have to live, apoint the Pirke Avot is quite hot on and a lot of Yeshiva perpetual students need reminding about because their living on charity does not do any good for the Crown of the Good Name of Judaism. FDA

(7)
ben,
April 22, 2007 1:14 PM

emet v'emet

religious, secular, christian, jewish and even islamic - this is the image that israel carries i.e. religious. branding israel as a sex drugs and party capital will doom its inhabitants to H U G E negative image. People (even 100% secular drug sex and party types) will say: look at the filthy Jews, they are sick - let's throw them out there and get some nive Christians or Muslims to treat that Holy place with a bit more respect.

(6)
Debra Monasch,
April 22, 2007 12:50 PM

Strategy

Maketing is all about strategy. When trying to buy arms to protect our homeland, it makes sense to bring gov't officials to holy sights. Drive home the point that it's what we're trying to protect.

When trying to increase tourism, it makes equal sense to highlight not only the holy, but all of Israel: The nightlife, the beaches, the bustling markets, the epicenter (outside of the US) of technology, etc.

Israel cannot and should not be defined by one aspect. It is a multifaceted nation. Show all its facets and the facets will shine.

(5)
Georgia,
April 22, 2007 12:25 PM

Jerusalem: Alpha and Omega

A great article. If one can only see the spiritualaspects of this great city, thenone knows that there truly is a heaven and that the prophets of old had good reason to ask to be buried in Jerusalem.It's from this city that the dead are raised. It's from this city that the Millennium reign begins.God's Word is Eternal and must be fulfilled in Its season.Let the tourists come and go but thetrue believer has his heart and soul in Jerusalem. And all nations will gather at Jerusalem.

(4)
Manuel,
April 22, 2007 9:45 AM

The lure of Jerusalem

I understand the point clearly, when I visited Israel I was lured by the City of Jerusalem, as I was living in Modin, I wanted to return more than one time

And of course I experienced the ectasy to see and touch the Kotel for the first time, to the point that I placed every Jewish object I bought right in direct contact with the Holy Wall (chains, kipas, etc)

(3)
Bob Epstein,
April 22, 2007 8:44 AM

Feelings that you've been "right on."

As someone who has made 8 trips to Israel one of them in 1963 for 7 months as a Kibbutznik, the others in the 1990's, I wholly concur that Israel must be marketed as the special place that it is in mind and spirit. Not what every other nation believes is travel for fun and games. Israel as a manifesto to the world that all religions are tolerated, that a spirit does come over you by visiting most areas of the nation and this is real, not just perceived. That all the services including support services in foods and accomodations are now intact and excellent-heck, I am a writer and all my articles (more than 20 published) try to make sure those that come to Israel are not going to Las Vegas or the beaches of Hawaii, they are traveling to the past and into a history that they need in this frenetic world to STOP and pray and contemplate all that G-D has given us. Not flip through the pages of life as if it is never ending and missing the whole point of living.

(2)
Jon,
April 22, 2007 8:37 AM

100% Accurate

As a secular Israeli-American I could not agree more with this article. As many times as I have arrived and left in Israel it is always with tears in my eyes. I do not look forward to going to the beaches or partaking in the night-life but count the minutes until I visit the Kotel and touch the wall. I feel like I have arrived home in Jerusalem. It seems that the same people that are running the Israeli government are running Israel's public relations campaign, idiots.

(1)
Joey,
April 22, 2007 6:35 AM

A combination could work

I definitely see what Mr. Fleisher is saying, and Israel, obviously, has a niche market, among not only Jews but also Christians and Muslims. However, these days many people on pilgrimages are also interested in an enjoyable stay as well, so telling people about beaches and holy sites can help to pique some people's interest.